Research Handbook on Luxury Branding
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Research Handbook on Luxury Branding

Edited by Felicitas Morhart, Keith Wilcox and Sandor Czellar

Unique and timely, this Research Handbook on Luxury Branding explores and takes stock of the current body of knowledge on luxury branding, as well as offering direction for future research and management in the field. Featuring contributions from an international team of top-level researchers, this Handbook offers analysis and discussion of the profound socioeconomic, psychological, technological and political changes that are affecting the luxury industry, and that will continue to shape its future.
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Chapter 9: Managing the luxury shopping experience: implications for retail channels

Elisa Schweiger, Dhruv Grewal, Anne L. Roggeveen and Lauren Skinner Beitelspacher

Abstract

This chapter examines how luxury brands should consider customer experience in a multi-channel world. Building from the customer experience framework and the store environment framework, we present a framework focused on customer behavior and experience. We then focus on three aspects which are particularly important for luxury retailers to consider in the multi-channel environment. These aspects are: (1) the luxury brand, (2) visual elements in the luxury retail atmosphere, and (3) the social luxury environment. For each of these factors, the chapter examines prior literature, discusses how each factor can impact retail channels, and identify research gaps which can serve as foundations for future research.

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